Aligning Digital Strategy with Sales Goals

Harbour Industries

Challenge

Harbour Industries, a fifty-year-old company that manufactures high temperature and high performance cable for the military, commercial, and industrial markets needed to expand their product offering into new areas. They developed a line of high-speed data cables for Aerospace applications. These products used exceptional design engineering and cutting edge manufacturing techniques that provided essential advantages in weight, diameter, and ease of termination to prospective customers. The challenge would be gaining awareness and qualified sales prospects in a new market.

Solution

We created a video, case studies and press releases highlighting the engineering, manufacturing, structural and economic advantages of their new Aerospace products. The new digital content targets the Aerospace industry and allows Harbour to promote new products to online visitors by prominently displaying access on their home page. The video in particular is easy for the sales team and distribution partners to share with potential B2B customers.

Results

The goal was to increase new product awareness within a national/international focused audience. Within the first few months of posting, the video has contributed to a significant increase in website activity and visitor conversion (28% increase in referrals, and a 20% increased in product page views). The new content bundle has improved search results, and brought qualified leads over to the new product line.